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A closer look at an Instagram Story reveals that they are hardly ever created without a filter. Big bloggers and influencers usually already use their own filters.


What is an Instagram filter?

A filter is an augmented reality application whose creativity and ideas are virtually unlimited. From Foodcam to Moody Up colour filters or BabyFace make-up filters, everything is possible.

You can tell whether it is a standard or customised story filter by the name in the top left-hand corner of a story. But how does this filter get there and how is it linked to a profile? The starting signal for your own Instagram or Facebook story filter is given with an idea or a special topic that matches your profile. Once the concept is finalised, filters are designed and developed in an augmented reality environment. Facebook and Instagram offer their own environment for creating, managing and analysing reach, but more on that later. Once created, the filter is linked to Facebook or Instagram profiles. Facebook checks whether the filter complies with the guidelines. The filter is usually released after a few days and then appears in a new tab in your profile.

What are the benefits of having your own filter?

Creating a filter is not easy, but it’s great fun to keep trying out new things and improving them. But the effort pays off, because everyone who uses your filter mentions you indirectly and thus advertises you. Your profile and the name of your filter will appear in the top left-hand area. Anyone viewing the story will see this and reference your profile. At the same time, your profile views and thus your popularity will increase. Once the filter is in circulation, you don’t have to do anything more for it, there is hardly any better and cheaper advertising on Instagram. It is important that the filter matches the profile and/or brand. Facebook now offers numerous options for analysing exactly how your filter is used.

Key metrics for the success of your filter are, for example, the number of times your effect or filter has been shared. Other key figures are, for example, demographic information on age or gender.

An Instagram filter is not only important to you, but also to Facebook. Accordingly, a profile is rated better and more important if it is linked to a story filter. It is therefore clear to see that Facebook attaches great importance to this technology.


Applications of filters

With over +150 filters created, we can say that there are virtually no limits to creativity. From images that are virtually projected onto the wall, colours that are swapped, presets that we convert into story filters, camera frames that we draw or beauty filters that we have created. We would like to go into a few points in more detail here:

Presets for sale. For sellers and creators of presets, it is an ideal opportunity to give their followers a taste of the available presets. The same applies to photographers … what works better than a story filter that is shared many times?

Product placement. The functionalities are constantly evolving, for example Sony has created a filter for the PS5 that allows the packaging to be placed at home.

Test products virtually. Small companies in particular can benefit from this rapid development. For example, you can test lipstick or make-up on yourself. This in turn supports the customer’s purchasing decision. The latest development from Instagram allows hair to be coloured virtually. Conceivably great potential for hairdressers or stylists to attract attention.

The future of Instagram filters

The function to create filters yourself is still relatively new, which is sometimes reflected in difficulties when uploading or creating the filter. However, the speed at which new functionalities are developed is even more striking. This means that Facebook sees great potential behind the possibilities of AR applications.

Advertising is effective when it is not noticed. This is exactly what Instagram filters offer, they are unobtrusive and usually offer the user free added value. But the market is already very competitive and some major bloggers and profiles already have their own filter. This means seizing the opportunity now to benefit from this possibility.